Social Media Measurement and Management: Entrepreneurial Digital Analytics

di Jeremy Harris Lipschultz (Autore)

Taylor & Francis Ltd, 2024

This revised and updated textbook applies a critical and practical lens to the world of social media analytics. Author Jeremy Harris Lipschultz explores the foundations of digital data, strategic tools, and best practices in an accessible volume for students and practitioners of social media communication. This second edition expands upon entrepreneurship, marketing, and technological principles, demonstrating how raising awareness, sparking engagement, and producing business outcomes all require emphasis on customers, employees, and other stakeholders within paid, earned, social, and owned media. It also looks to the future, examining how the movement toward artificial intelligence and machine learning raises new legal and ethical issues in effective management of social media data. Additionally, the book offers a solid grounding in the principles of social media measurement itself, teaching the strategies and techniques that enable effective analysis. It features theoretical and practical advice, a comprehensive glossary of key terms, and case studies from academic and industry thought leaders. A perfect primer for this developing industry, this book is ideal for students, scholars, and practitioners of digital media seeking to hone their skills and expand their bank of new tools and resources.

• Autore: Jeremy Harris Lipschultz
• Editore: Taylor & Francis Ltd
• Anno: 2024
• Rilegatura: Paperback / softback
• Pagine: 308 p.
• Dimensioni: 254 x 178 mm
• Peso: 610 gr.
• EAN: 9781032247861

Testo in English